How good is Marketing?
I’ve been persuaded from recent Australian events that marketing works in miraculous ways, even if what’s being sold appears to be a pretty uninspiring product.
The other lesson I’ve learned is that money isn’t the important issue in marketing. Know-how is. I’ve heard you can spend upward of $60M on advertising and still end up a loser.
So because my sister and I now have a novel—Secrets of the IN-group—to sell, these revelations have naturally inspired me to
#77 Learn the Art of Successful Marketing
If it works for a very mediocre product, how much better would results be for a more appealing one?
And it follows, of course, that if we have a go [at marketing], we’ll get a go [at fabulous sales].
So I turned to Google to learn the basics of Marketing.
My immediate preference was, of course, to go straight to the site called “Skip Marketing 101 and read this instead”. I’m beginning to understand that clever marketing is quite devious, because after I’d done an in-depth study of their eight important rules for successful marketing, I realised they sounded exactly like the eight rules on every other Marketing 101 site I’d passed over in my haste to use this one.
So here they are, plus my attempts to follow each tip.
1. Not Marketing is Not an Option
Okay, this is a given. Who believed that Kevin Costner film claiming that “if you build it, he will come”? As if.
2. On-line display advertising can have a big impact for little cost
Sounds good, but does this work for just the one book? Possibly best to target websites that reach women-of-a-certain-age—who are looking for an up-lit read. It sounds like more research might be needed to find out where to best position our advertising.
On the other hand, sending out short press releases to the local newspaper and radio does work wonders. We scored a couple of interviews and a photo plus advertising for the local bookshops stocking the book.
3. Play on people’s love of events
This one’s turning out to be true so far. We did a U3A talk framed like the ABC’s programme “You can’t ask that” and it went very well. The questions: “How did you not kill each other during the writing?” and “Are you two still talking to each other?” seemed popular, so we’ll be doing more of these.
4.Make the most of your website
I’m trying to. At this very minute …
But it looks like I’ll have to sort out how on earth I post details about purchasing the book at the top of every blog entry from now on.
In the meantime, if you’d like to buy a print book in Australia but can’t easily access one from your local bookstore or on-line, just email us on email@example.com and we’ll get back to you to arrange it.
4.Email marketing is the new direct mail
Because we all love getting unsolicited emails, don’t we? And isn’t getting in touch with long lost friends just to promote your book a bit … icky?
I’m learning you need thick skin to be a really successful marketer.
6. Social media is the new word of mouth
I know this deep down, but posting the book’s cover on my Instagram feed garnered all of eight Likes, tweeting about it scored just one Like—and the idea of actually using Facebook horrifies me. I guess this tip helps the most if you already have a large social media presence.
Perhaps the fact that our book is about how older women don’t feel entirely comfortable using social media should’ve been a giveaway that this strategy wasn’t going to be the best for us …
7. Win with loyalty rewards
Sure, why not. Here’s an offer no person can refuse. Buy nine of our books and get the tenth one free!!
Oh, hang on. Who’d want 10 copies of the same book?
8. Build a network of relationships
Aargh!! Marketing-speak! Get me out of here.
What this activity has taught me is that I have a new-found, grudging respect for the successful marketers out there.
It’s not as easy as I thought …